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Mars Gears Up for Caramel Cross-Brand Event

Candy maker will invite fans to "Take Your Caramel Pick" as part of a September promotion.

June 22, 2011, 08:00 pm

HACKETTSTOWN, N.J. -- Mars Chocolate North America will invite candy bar fans to "Take Your Caramel Pick" during a cross-brand event this September. The promotion will highlight the candy maker's caramel-filled treats available under its iconic Milky Way, Snickers and Twix brands.

Caramel accounts for more than 10 percent of the chocolate category, and Mars brands are giants in the caramel segment, with Milky Way, Snickers and Twix all surpassing overall category growth, the company said. "Take Your Caramel Pick" aims to attract more consumers to the Hackettstown, N.J.-based company's caramel items by providing samples of SKUs shoppers may not have tried before.

Backed by a major marketing blitz, the campaign will include national media for Milky Way, Snickers and Twix; eye-catching store displays to spur purchases; and a 75-cents-off-two consumer incentive.